Case in point: Red Star F.C., France’s second oldest football club founded by Jules Rimet aka Mr. World Cup inventor which is starting a whole new chapter in football image creation.

Have a look at this slide show. It’s the new campaign from Red Star F.C. and it’s not at all about football. But more about grass roots community relations. No wonder, this Ligue 2 club is run by Patrice Haddad, one of France’s most savvy image creators and makers. Coming from the world of advertising, Haddad bought the football club in 2006 to realize a lifelong dream. What’s different? Haddad’s vision for football is about human and social values and not only about current standings. (Red Star is currently at the bottom of the Ligue 2 table)

It’s a radically revamped approach to football and Haddad called on David Bellion as creative director of his club. Bellion no less a former Manchester United and Girondins de Bordeaux striker who loves the world of fashion and is a frequent front row guest at the men’s shows. So these two make a path breaking new football fashion power couple. Seen here giving an interview to L’Officiel’s Hubert Artus.

From left to right: Patrice Haddad, owner, Hubert Artus, journalist, and David Bellion, creative director

While PSG is all about sending players into the front rows of big Parisian shows like Balmain and Dior, Red Star cultivates its image through grass roots initiatives, not at all via social media hype. But then this comes as no wonder with Haddad at the helm. His original break came by bringing high-end fashion photographers like Jean-Baptiste Mondino and Paolo Roversi into the lucrative world of beauty advertising. He is a game changer.

His quest with Red Star is to create a new entity to validate his multi-faceted, innovative image of football; an image that cross-pollinates with art, design, and film. Wow, that’s new! And he tries to respect the social aspects of football.

Haddad’s goal: to stand for creativity, solidarity, community and diversity. So looking at these images lensed by Léo and featuring players and kids from all over Paris with musical scores by 3 Hür-El, makes us appreciate.

On a Saturday where the “Gilets Jaunes” heavily disturbed the Paris Fashion Week due to many blocked roads by the police to harness the protests, Hermès with its 8pm slot provided the highlight of the day.